The star of the Golden State Warriors chooses the Chinese Li-Ning to promote his brand, Curry Brand. The contract goes beyond mere sponsorship or being a testimonial; it consists in a project that exceeds sports, as it touches on lifestyle and could truly upset the balance of the sports market
by Massimiliano Viti
With Li-Ning, did Curry just realize another 3 point shot? And has Li-Ning found the breakthrough strategy to expand overseas, beyond China’s borders? Will it be a splash (the swish-sound of the net when the ball goes through without touching the ring) or a flop? We will know that in a few years, when the Golden State Warriors star will retire from basketball and turn into a full-time golfer. Meanwhile, the partnership between the Chinese brand and the NBA champion is not only unexpected, but it is also sparking debate as it could deeply upset the balance of the sports market.
400 million dollars
On paper, given Curry’s memorable career, the deal could work out to everyone’s satisfaction, although the stock market reaction the day after the announcement was far from euphoric. Investors are concerned about the financial burden of a 10-year contract worth more than 400 million dollars and the uncertainty surrounding the future commercial returns of the partnership. But, in the meantime, considering the extremely fragile international geopolitical context and the ongoing commercial war between USA and China, Steph Curry’s partnership with Li-Ning has shaken up the sports sneaker market.
Steph Curry partners with Li-Ning
The American champion (38 years old), during his NBA career wore Nike until 2013, when he became the symbol of Under Armour for the next 12 years, launching his own Curry Brand in 2020. During November 2025, the parties announced the end of their relationship (which had come earlier than expected). “Curry received similar financial offers from other brands, including at least one that was more advantageous, but he chose Li-Ning to promote his Curry Brand”, as reported by ESPN.
Li-Ning is a brand based in Pechino, it manages 7600 shops in Asia and its revenue adds up to 4,3 million dollars (2025 data), with 98% generated in the domestic market. Back in 2012, Dwyane Wade, another NBA star, left the Jordan Brand to sign with Li-Ning. The result was the Way of Wade (WoW) line, which has become one of the most respected, technologically advanced and culturally significant basketball collections in the world. But, besides all of this, overseas sales never really took off. Li-Ning signed two other NBA players: Jimmy Butler and CJ McCollum. But the partnership with Curry is on a whole another level. He is, in all likelihood, the most popular foreign player in China, nowadays. He is a worldwide generational icon and he could truly give the brand the cultural capital it needs to break into international markets.
But, why Curry?
The deal represents one of the most important international hirings in the history of Chinese sportswear brands. Previously, Anta signed Klay Thompson and Kyrie Irving, while 361 Degrees chose Aaron Gordon; all exceptional NBA players. But why did Li-Ning choose to bet on an athlete near the end of his career? It is clear that, with a 10-year contract, the decision isn’t related to Curry’s past, but it is based on what he could become after his retirement. According to sources cited by LadyMax, Li-Ning has guaranteed Curry a minimum of 30 million a year in sponsorship fees, in addition to commissions on sales on the Curry brand and stock options. Besides basketball, the partnership revolves around various sectors: first of all, leisure and golf. But not only: this deal considers the possibility of signing other athletes for the Curry Brand.
A long-term project
So, Li-Ning wants to take advantage of the commercial value of the athlete after his retirement and for the next few years. Naturally, one’s thoughts turn to Michael Jordan. His brand generates far more revenue compared to when MJ was playing. Another case to be considered is the one of Roger Federer with On. These examples lead us to ponder the fact that, over time, athletes’ influence has shifted away from the playing fields. Consumers are not exclusively interested in their athletic performance, but also in what they use to wear, their lifestyle and what they do outside sports.
If, in the past, sports brands invested on the best years of an athlete’s career, nowadays they are starting to invest on their potential for the next decades. Perhaps, this is precisely what motivated Curry to sign with Li-Ning, rather than Nike or Adidas. Partnered with the Chinese Brand, Curry has more freedom of movement and greater influence, which aligns with his own vision of himself once he no longer plays with the number 30 of the GSW. That is why, according to some industry experts, the most important aspect of the deal between Li-Ning and Curry isn’t represented by basketball: but golf and, as a consequence, lifestyle. The Chinese brand will support the GSW star player during his transformation from basketball legend to an all-around lifestyle icon: a multifaceted contemporary idol. For Li-Ning, Curry represents an unmissable opportunity. For Steph Curry, it’s yet another challenge to win.
Images from Steph Curry’s instagram profile
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